During past few decades, the industrial structure of Taiwan has moved from manufacturing industry to service industry. With the fast growing of service industry, which covers widely, service becomes an indispensable element in our daily lives. In the beginning of 20th century, scholars have already defined the word “service.” During the mid-20th century, more and more research had been done to study this newly emergent industry.
Consequently, the thesis is to study the topic -- the influence of service failure and service recovery on customer relationships and customer satisfaction -- that is related to service marketing. Furthermore, the study confined the target market to “coffee shops.”
This study applied ANOVA and regression to analyse the data the author gathered through questionnaires.
The following is the result of the thesis:
1. With different service failure and service recovery, there is significant discrepancy in outcome fairness perceived in customers’ minds.
2. Outcome fairness affects customer relationships positively.
3. Outcome fairness affects customer satisfaction positively.
The result of analysis shows that different service failure and service recovery affects the level of outcome fairness perceived by customers; furthermore, the perceived outcome fairness affects customer relationships and customer satisfaction.